Everyone, regardless of culture, race, or age, loves to laugh. This universal joy, a feeling of lightness in the heart, a sense of wonder, an optimism that lifts us beyond everyday concerns is desired by every single human that ever existed. No wonder stand-up is so trendy and comedy shows so popular. They speak to our collective love for humor and its power to connect and heal.
So if wit can deliver this “holy grail” of emotions why don’t we take it more seriously? (Pun intended.)
Why don’t we learn to use wit intentionally, explore its possibilities, and expand its role in our lives so we can all benefit from its power?
This is the question that guides The Architects of Wit, inviting us to recognise and harness the transformative potential of wit in design and everyday experience.
Philippe Starck famously said: “The best everyday example of relativity, the finest symptom of human intelligence, is humor. (…) Design without humor is not human.”
When we encounter visual wit in our environment, it activates brain regions linked to memory, empathy, and reward[6]. Physiologically, it helps reduce levels of cortisol and muscle tension, contributing to feelings of relaxation and comfort[1][4]. Socially, it fosters common ground—laughter and surprise are among the fastest ways to connect strangers or strengthen group bonds. Behaviourally, wit draws us into a space, making us linger, interact, and share experiences with one another[2][5].
The research behind neuroarchitecture and environmental psychology confirms that lively, playful design can make a hospital less threatening, a workplace more welcoming, and a street feel vibrant and alive[1][2][3][4].
Witty architecture isn’t just about looking different; it’s about helping people feel safer, lighter, and more open[7].
In a world that so often overwhelms and overstimulates, providing that sense of ease and human connection isn’t an extravagance—it’s a vital responsibility for designers and architects.
Image: created with AI
[1] The impact of room shape on affective states, heartrate
[2] How Architecture Shapes Human Emotion, Behaviour, and Well-being
[3] Emotional Architecture: How Curves and Lines Influence Human Experience
[4] How Architecture Affects Your Behaviour, Thoughts, and Mood
[5] How architecture and interior design affect our emotions
[6] Psychological and neural responses to architectural interiors
[7] Building appearance and wellbeing: how architectural design affects public emotion…
THE ARCHITECTS OF WIT 